These past couple of years have been nothing short of incredible in terms of brand activism. 

Companies with no part in the market started making face masks and hand sanitizers when COVID-19 hit. 

When George Floyd was murdered, numerous companies made their positions clear: they would not stand for racism, especially by police.

Creating a clear image for your brand is important in today’s world, and this involves taking a stand for what is important to your brand and society as a whole.

It’s wild to remember that in 2025, no one really expects perfection from brands, but they do expect honesty. The backlash against hollow, copy-paste statements is real—people notice the difference between genuine commitment and a glossy press release. Sometimes it feels like audiences can sniff out insincerity faster than ever, especially if companies fumble the follow-through. What sticks now is when brands follow up on their words with consistent action—investing in communities, for instance, or being transparent about where they fall short. It’s awkward when a brand’s message doesn’t line up with what’s happening behind the scenes; folks talk about that stuff, loudly.

Consumers want a story they can believe in, even if it’s messy or incomplete. There’s this underlying sense that activism isn’t about landing the perfect “mission statement,” but about showing up again and again, sometimes stumbling. It’s refreshing when a brand says, “Hey, we’re working on it,” instead of pretending to have all the answers in 2025’s climate of skepticism. Nobody’s buying the too-slick, sugar-coated version anymore. There’s power in just being real about the struggle.

As a brand, you are expected to be upfront and very clear about your values by 68% of consumers in the United States. 

Further, consumers look for a brand’s values to see if they align with their own before buying. In fact, one-third of consumers make the decision to purchase from a brand that is doing environmental or social good.

If you have yet to jump on the bandwagon to share your values and beliefs with consumers and the rest of the world, that’s okay. You can find some helpful information to get started below.

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